Having sold her Saab 9-3 convertible in the mid-season finale of USA Network’s Burn Notice, demolitions expert Fiona (Gabrielle Anwar) is in need of a new set of wheels. Luckily for the female protagonist of the network’s top-rated series, Hyundai has stepped in to offer her a lift.
In anticipation of Burn Notice’s Jan. 21 return, Hyundai has signed on as a 360º sponsor of the show, in a deal that includes significant integration. Per terms of the pact, Hyundai’s Genesis coupe will serve as Fiona’s new ride through the remaining seven episodes of season three.
USA is also developing customized character vignettes for Hyundai, short sketches designed to underscore the connection between the brash Sam Axe character (Bruce Campbell) and the Hyundai brand. Axe also finds himself in need of a new vehicle, after totaling his 1960 Buick LeSabre in the August 6 cliffhanger.
Tagged tune-ins for the program and lower-third banners will showcase the Hyundai Tucson, a midsize SUV/crossover.
In addition to the on-screen activity, Hyundai also plays a key role in USA’s online videogame, Covert Ops: Vegas Heist, as Fiona’s Genesis will be a featured element throughout game-play.
“We’ve been impressed with USA’s unique approach to customer engagement and providing a complete, immersive experience for its fans,” said Chris Perry, director of marketing communications, Hyundai Motor America. “Agreeing to a partnership that marries the on-air brand integration with the innovative digital experiences USA provides for fans will allow us to truly engage new consumers through multiple mediums and interact with them at the highest level.”
Burn Notice was the second most-watched series on ad-supported cable in 2009, averaging 7.19 million viewers. The show beat all comers among the two key TV demos, drawing 3.61 million adults 25-54 and 3.27 million viewers 18-49, per Nielsen live-plus-seven-day ratings data.